Dark Horse Rising
The newest sales figures are in and it looks like Marvel has toppled DC in terms of units sold, however, the company was down in sales from the previous quarter. So what generated these sales? Marvel is still riding high from the success of their Civil War books and looking to a future for another ‘event’. DC is doing the same, their primary market success coming from the aftermath of both 52 and Infinite Crisis. In terms of raw data, though there was a surprise. Dark Horse remains just that, a dark horse, which in terms of market share gained on the big two. How did the smaller company compete with the heavy-hitters? Four words: Buffy the Vampire Slayer. The newer issues, as well as past trade paperbacks are moving due to Joss Whedon, the original creator breathing new life into the comic book. With no major events, crossovers, or variants, how does the book draw a large market share? Good writing. What Whedon has managed to do with both the television series and the comics, is know his audience. He’s also not afraid to poke fun at himself in his books, or his creation. In short, he’s managed to make comics fun again. Even though there are enough apocalypses to fill an entire graphic novel alone, Whedon has managed to have his readers empathize enough with his characters, that we are left at the end of every one of his issues slightly refreshed, but always wanting more story. That is the magic of any medium, and should be the goal of every writer; keep them coming back for more. He has also mastered the art of marketing as the television show has tied into the book and vice versa. He has managed to create his niche in the industry, with his Buffy and Angel fans, not wanting to accept the end of the story where else will they turn, to Dark Horse for their fill of the sumptuous slayer and the rest of the Scooby gang.
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